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Market Insights Seminar Series - August 2010


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This latest seminar followed our normal formula by examining two subjects. The first being the ongoing trends of the financial markets and how this reflects on consumer confidence. The second reflected the growing ease with which organisations can centralise their customer data and leverage it to improve customer communication particularly for on-line applications.

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Market Insights Seminar Series - August 2010

  1. 1.
  2. 2. Market Trends<br />Key indicators and trends from the past 6 months<br />August 2010<br />
  3. 3. 3<br />Market Trends<br />Market trend summary from Feb 2010 seminar:<br />Credit Demand is slowly recovering.<br />Consumer confidence is at its’ highest level for two years.<br />Economists generally agree that the Australian Economy is well on the way to a speedy recovery.<br />So how has the outlook changed?<br />
  4. 4. 4<br />Market Trends: Credit Demand<br />Easter effect<br />Source: Veda Advantage CreditShare<br /><ul><li> Credit Demand is on a steady upward trend.
  5. 5. Not yet back to 2008 levels but heading in right direction</li></li></ul><li>5<br />Market Trends: Credit Demand<br />Increased First Time Homebuyers Grant & other incentives<br />Source: Veda Advantage CreditShare<br /><ul><li>Mortgage Demand hugely inflated in 2009 due to government incentives.
  6. 6. Now tracking demand for cards and loans closely</li></li></ul><li>6<br />Market Trends: Sentiment & ASX<br />Source: Westpac, ASX<br /><ul><li>Consumer sentiment has dropped recently however…why? Interest rates perhaps?
  7. 7. ASXstill on steady climb from low in June 2009
  8. 8. Consumer sentiment has dropped recently however…why?</li></li></ul><li>7<br />Market Trends: Big 4 Banks<br />Source: Veda Advantage Creditshare<br /><ul><li> Big 4 banks are losing market share, and have been since mid-2009.
  9. 9. Driven by lack of acquisition marketing and move to new channels?</li></li></ul><li>8<br />Market Trends: Big 4 Banks<br />Source: Veda Advantage Creditshare<br /><ul><li> Big 4 gained share in late 2008 and early 2009 (the “GFC”).
  10. 10. Have started to lose ground to other lenders in 2010.</li></li></ul><li>9<br />Market Trends: Big 4 Banks<br />Source: Veda Advantage Creditshare<br /><ul><li>Big 4 gained c. 10% market share at the start of the GFC.
  11. 11. Flight to “quality” caused by consumer uncertainty – influenced by overseas market.</li></li></ul><li>What the analysts say:<br />10<br />
  12. 12. 11<br />Market Trends: Conclusions<br />Credit Demand is still recovering.<br />Mortgage demand is back to normal levels after government incentives lapsed.<br />Interest rates seem to be affecting consumer confidence.<br />Big 4 banks have lost ground to other lenders in the credit card market.<br />Economists generally agree that the Australian economy is still on the way to recovery.<br />
  13. 13. Questions?<br />
  14. 14. Centralised Data Solutions<br />How to make them work in a marketing environment.<br />August 2010<br />
  15. 15. Introduction<br />Many organisations are in the process of, or have already established a single source of truth that can be leveraged by their marketing teams<br />
  16. 16. Agenda<br />The principles of a marketing data mart<br />The benefits<br />How to move forwards<br />Summary<br />
  17. 17. Data Based Marketing<br />Problems traditionally faced by marketers<br />Limited customer understanding<br />Inability to communicate effectively<br />Expensive/ difficult to test ideas<br />Need to be ‘first’ in the market<br />Measuring/ demonstrating effectiveness <br />
  18. 18. Marketing Data Marts<br />Data marts – the principle<br />Customer base ‘snapshot’<br />Typified by the term ‘Single Customer View’<br />Provide greater control<br />Remove reliance from IT<br />Provide greater understanding<br />Increase marketing effectiveness <br />
  19. 19. Marketing Data Marts<br />Data marts – the barriers<br />Organic data growth<br />Limited IT resource<br />Cost (upfront)<br />Technical know how <br />Slow Implementation<br />
  20. 20. A Holistic View of the Business<br />PL<br />CC<br />M<br />SA<br />
  21. 21. Consolidating Silos<br />PL<br />CC<br />Single <br />Customer <br />View<br />M<br />SA<br />
  22. 22. Single Customer View<br />The SCV collates all the information held on an individual customer including: <br />
  23. 23. Extended View<br />Ideally it also provides a more comprehensive environment by including generic information for the whole population. <br />
  24. 24. The Customer Hierarchy<br />In addition to the more traditional individual level, an additional benefit to the SCV is the ability to understand behavioural patterns at a family and household unit level.<br />Household<br />Individual<br />Family / Household<br />
  25. 25. The Benefits<br />Customer understanding<br />Benchmarking (internal & external)<br />Improves data quality<br />Test platform for impact analysis<br />Strategic planning<br />Speed to market<br />Platform for on-line marketing<br />
  26. 26. Moving Forwards<br />In recent years the technical and data landscape has changed considerably<br />Technology has advanced to allow more data to be stored and processed cheaper and more effectively<br />Software has advanced and been adapted to better fit the marketers requirements<br />Data has become cheaper and more readily accessible<br />
  27. 27. Moving Forwards<br />Example ‘Affordable’ Systems<br />
  28. 28. How to move forwards<br /> In-House vs. Outsource<br />Greater control<br />Develop know how<br />Cost effective?<br />IT impact?<br />Speed to market<br />Leverage expert knowledge<br />Access ‘market’ data<br />Cost effective (incl. no head count & CAPEX)<br />
  29. 29. Summary<br />The world has changed:<br />The environment is different from the ‘90’s when 1 to 1 marketing was the word – it’s now a reality<br />Operational data marts are extremely beneficial for effective one-line marketing<br />Many organisations are embracing this approach<br />
  30. 30. Questions<br />August 2010<br />